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Europe is often described as a single market, but from a communication perspective it is anything but uniform. A campaign that sounds convincing in Ireland may feel too informal in Germany, too direct in France, too vague in the Netherlands, or not emotional enough in Italy or Spain. Even when European consumers understand English, they […]
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When companies expand into new international markets, language quickly becomes more than a practical communication issue. It becomes a question of brand perception, customer trust, cultural relevance and commercial success. A product description, advertising slogan, website headline or social media campaign may work perfectly in one country, but fail to create the same effect in […]
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